Lujiazui – The Business Side of Blogging That No One Talks About

Early Sunday morning, and here I am again. Sitting outside a Luckin Coffee with a cappuccino in one hand and a honey sponge cake in the other. Not a bad start to the day.

Somehow I managed to get up early, even though I was completely drained last night. The whole day yesterday was spent at Harrow Shanghai, cheering on my son in his chess tournament. He did great, like he usually does, and I left the school tired but proud. Still, waking up early after a day like that felt like a small win. And now, with a quiet moment to myself, I thought I’d write down some thoughts.

Today’s topic is something I’ve been thinking about a lot lately. Not the creative side of blogging, but the business side. The part that people rarely talk about, even though it matters just as much.

Blogging Isn’t Just About Writing

Lujiazui, Shanghai

I came over to Lujiazui this morning, the financial district in Shanghai. It’s one of those places where everything around you screams business. Glass towers, people in suits, fast-moving taxis, and that very particular kind of energy that only places like this have.

And sitting here, watching it all, it hit me again that blogging isn’t just creative work, it’s business too. Even if you start your blog out of passion or curiosity, if you want it to last, at some point you need to start treating it like a serious project.

Because just publishing good content isn’t enough. Not anymore.

If You Want to Earn From Your Blog, You Need a Plan

There are a lot of ways to monetize a blog these days. Some people do affiliate marketing, others sell digital products like eBooks, templates, or online courses. Some offer services like copywriting or coaching. Some run ads, and a few get into brand partnerships and sponsorships.

What matters is that you choose a direction, and then build your content around it. You can’t just hope money will magically appear if you write enough articles. That’s not how this works. You need to be intentional. Ask yourself what you want from your blog, and then shape it accordingly.

Branding Actually Matters

It took me a while to realize this, but people don’t just remember what you say, they remember how you say it. Your blog’s colors, fonts, tone, images, even your About page, it all adds up to a brand.

Branding matters

When I scroll through blogs now, I can instantly tell which ones have their act together. You feel their personality. You know who they are. That’s what branding does. And it’s not about making your blog look trendy. It’s about making it feel like you.

Your brand doesn’t have to be flashy. But it should be clear.

Systems Save You

The more your blog grows, the more there is to do. And if you don’t have systems in place, it gets overwhelming fast. Trust me on that.

You don’t need to turn your blog into a corporate machine, but having a few simple systems helps a lot. Like a weekly content calendar. A publishing checklist. A template for outreach emails. A folder structure for your drafts and graphics. Even a little Trello board or Google Sheet goes a long way.

And yes, at some point, you might want to outsource. Maybe it’s editing. Maybe design. Maybe uploading and formatting. Delegating some of the stuff you’re not good at, or just don’t enjoy, can help you focus on what you do best.

Play the Long Game

Here’s something I wish more people said out loud: most blogs don’t take off in a month. Or even a year. It’s slow. It’s often quiet. And unless you go viral (which, let’s be honest, most of us won’t), it takes time to build something real.

That’s why planning long-term matters.Think beyond next week’s post.Think about what your blog could become in two years.Ask yourself if you’re creating something that could actually grow with you.

Some blogs are just side projects. Some are stepping stones. But if you want yours to become a real business, you’ve got to give it the same care you’d give any serious work.

📌 Checklist – The Business Side of Blogging at a Glance

If you’re serious about treating your blog like a business, here’s a simple checklist to get you thinking and taking action:

✅ Monetization Strategy

•  Have I chosen 1–2 primary ways I want to monetize my blog?

•  Are my blog posts aligned with these monetization goals?

•  Do I clearly promote my products, services, or affiliate links?

✅ Branding Foundations

•  Is my blog visually consistent (colors, fonts, logo)?

•  Do I have a strong About page that shows who I am and what I stand for?

•  Would someone recognize my tone and style even outside of my site?

✅ Systems and Organization

•  Do I have a content calendar or publishing schedule?

•  Are there templates or checklists for recurring tasks?

•  Have I considered outsourcing anything I dislike or am weak at?

✅ Long-Term Planning

•  Do I know where I want my blog to be in 12–24 months?

•  Am I building an email list or some form of owned audience?

•  Does my current content strategy support long-term growth?

Wrapping It Up From Lujiazui

Looking up at the skyline this morning, watching people rush between buildings with briefcases and phones pressed to their ears, I’m reminded that big things start small. A lot of those people probably started something tiny once. A side hustle. A blog. A service. And they kept showing up. They took it seriously. They got organized. They built systems.

That’s what I’m aiming for too.

So if you’re reading this and still treating your blog like just a hobby, maybe this is your reminder. It can be more. It can grow. But only if you treat it with the respect it deserves.

Now it’s time to finish this sponge cake, close my laptop, and take a slow walk back home.

Might even sneak in a nap later.

We’ll see.